All Ham & No Spam Email marketing tips and strategies for small businesses. 100%
Why make HAM?
Recipes for making HAM
Getting HAM Delivered
Finding HAM Lovers
Let’s talk about that evil…
What is SPAM? Spam (spām) - unsolicited bulk commercial electronic mail message
CAN-SPAM CAN-SPAM defines a "commercial electronic mail message" as "any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service (including content on an Internet website operated for a commercial purpose)." It exempts "transactional or relationship messages."
Realistically, SPAM is just EMAIL PEOPLE DON’T WANT TO RECEIVE.
That’s why it’s all about HAM
Why bother making HAM?
Generate return sales
Generate new leads and sales
2008 study by the Direct Marketing Association,THE ROI FOR EMAIL MARKETING WAS $48FOR EVERY DOLLAR SPENT!
Email marketing can make you SERIOUS MONEY.
The funny thing about email… It’s almost always more cost effective to marketing to current prospects and clients than to keep on trying to find new clients.
Types of HAM
Email marketing isn’t a one time email…it’s a SERIES OF MEANINGFUL COMMUNICATIONS
Action Item:Create a list of the marketing emails you currently send out and a list of marketing emails you know you should send out.
Keep it helpful using TARGETED MAILING LISTS
Segment by:Product lineSales process milestonesCustomer typesBusiness verticalRepeat vs. one-time customers
Action Item:Create a list of the various segments you’d want to send targeted marketing messages to.
MAKE YOUR EMAIL MESSAGES ACTIONABLE
If there is no action in your marketing email, is it really worth sending?No.
Email Actions:Special offersEvaluation/assessmentsWebinarsDownloadsCheck out our…
Action Item:Create a list of offers, events, etc. that you use to get your clients and prospects to interact with you.
Subject Line Tips
Include your offer in the subject line
Spend some time on it!
Use a “from” that’s recognizable to your recipients.
Body Content Tips
Not everyone will see your images. Make sure the message makes sense without them!
Always use “alt” tags to describe the images
Prepare for the PREVIEW PANE Most important information should be at the top.
When someone is opting into your emails, give them the option of having HTML or text only emails.
Every email you send should give recipients the option to UNSUBSCRIBE
Process Your UnsubscribesIMMEDIATLY
Always TEST emailsbefore you send them out.
Email Test Checklist:Verify subject line textCheck body content for errorsCheck HTML & non-HTML versionsCheck the overall layoutCheck all imagesCheck to make sure all links work!
Check on multiple providers:GmailHotmailYahoo! MailOutlookApple MailAOL Mail
If you have an offer in your email, you should have a landing page.NO HOMEPAGE LINKING
Keep look and feel of your email templates and landing pages similar.
Getting emails reported as SPAM is a common way to get your emails blocked.
Ask yourself this question:Is this HAM or SPAM?
Target, Target, Target
Double opt-in increases your deliverability (not to mention the quality of your list.)
Email Deliverability DON’TS
W#rds $pelledW!th $pec!alCh@r@cter$
Too many images vs. text
Use an embedded style sheet, not font tags, where possible.
AdultGamblingContest relatedMedicalWeight lossFinancialDating Look out for words with more than one meaning!
Finding HAM Lovers
Provide sign ups for special offers, newsletters, etc. in your communications and on your website.
Make it easy for users to share your communications and your website.
Add opt-ins to your sign-up/purchasing process.
Give away useful content & collect contact info in the sign up process.
Run a contest.
Build awareness for your email communications through SOCIAL MEDIA.
Do a webinar!
Marketing to a good list is cheaper than marketing to get new prospects